Japan Market Update 2006 Jason Hill, Tourism New Zealand Regional Manager, Japan - PowerPoint PPT Presentation

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Japan Market Update 2006 Jason Hill, Tourism New Zealand Regional Manager, Japan

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Perceptions of New Zealand in Japan. Na ve about NZ as a holiday ... Japan GDP annual growth rate 1 ... Website - Yahoo Japan special feature site - Goo. New ... – PowerPoint PPT presentation

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Title: Japan Market Update 2006 Jason Hill, Tourism New Zealand Regional Manager, Japan


1
Japan Market Update 2006Jason Hill, Tourism
New Zealand Regional Manager, Japan
2
Japan Arrivals to NZ since 1980
3
Arrivals by Month (2005/6)
4
Where are Japanese travellers going?
Japanese visitors by destination 2005
5
Travel Arrangements overseas Over Age 20
35.1
20.7
27.9
22.7
35.0
27.5
39.2
18.7
26.9
43.7
22.0
22.1
23.1
42.1
22.1
6
How do we compare?
7
How do we compare? Total Market Share
0.89
8
Market by Age
Year end August 06
9
Perceptions of New Zealand in Japan
  • Naïve about NZ as a holiday destination
  • Imagery is more agricultural than other markets
  • Perceive NZ as a land of gentle nature/ boring
  • I can go to New Zealand when I am older

Source Tourism New Zealand Perceptions Research
2005
10
Perceptions of New Zealand in Japan after they
have visited
  • Invigorating experience
  • Gives visitors a sense of accomplishment and
    freedom
  • Offers opportunities to recharge and be
    comfortable
  • Makes you feel like you belong / feel connected
    to
  • Surprised that New Zealand had four distinct
    seasons

Source Tourism New Zealand Perceptions Research
2005
11
How do we compare?
Most desired destination
1999 15th 2000 10th
Source JTB Report, JTB Tourism Marketing
12
  • Other facts and figures
  • year end August down 11 - 143, 391
  • Japan GDP annual growth rate 1 latest quarter
  • Current exchange rate 77.15yen1 Sept 28 06 NZ
    Reserve Bank
  • Unemployment in Japan decreasing (4.1)
  • Total Japanese outbound 2006 exp 18 million
  • New Prime Minister Abe

13
What has TNZ done since JMF in May
  • Strategy focus on Baby Boomers, Silver, S.W.A.F.
  • More informative advertising campaign launched
  • Product development with key trade partners
  • Secured major TV coverage with DASH (Tokio)
  • Stronger alliance with Air NZ
  • Increased communication with all trade sectors
  • Consumer event in Tokyo
  • Successful JATA event

14
2006 Japan Team from 1 June
Regional Manager Jason Hill
Office/ Information Manager Motoko Uchida
Marketing Manager Setsuko Yajima
PR Manager Yumiko Nakayama
Trade Development Manager Naoki Inohiza
Business Development Manager- TYO Kenya Irie
Business Development Manager- OSA / NAG Ayako
Takei
Marketing Projects Manager Nathan Cook
Marketing Coordinator Noriko Yokoo
PR Coordinator Akiko Takahashi
  • Campaign
  • Brand tactical
  • On-line promotion
  • Consumer Events
  • Trade Marketing
  • Tactical Promotions
  • Trade Events
  • Trade Famils
  • PR
  • IMP

15
Advertising Campaign 2006/7
  • Asahi, Yomiuri newspapers Oct/Nov January
  • Magazines
  • - Katei Gaho
  • - Nikkei Business
  • - Nikkei Woman
  • - With
  • - Croissant
  • - Crea
  • - President
  • - Bungei Shunju
  • - Inflight magazines, Agora, Skyward
  • Website
  • - Yahoo Japan special feature site
  • - Goo

16
New Advertising
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